Branding and marketing have become an important part of business for many reasons. One is that it allows a company to distinguish itself from its competitors. When consumers, buyers or clients see the same product or services offered by different sellers, they can easily make a choice based on the brand that they are used to using. A strong brand is a label, symbol, name, or concept that clearly identifies one seller’s goods or services as different from those of other similar sellers. As such, branding and marketing firms help businesses in creating and implementing effective brands.
There are many different ways in which branding and marketing strategy can be implemented. It can be done through the creation of a visual brand, which is the term given to the visual identity of a particular brand. Visual brand creation includes logo design, colors and fonts; images; and any combination of these that create a recognizable visual representation that provides an identity for the company. The visual brand helps consumers make a decision about a product or service and ensures their loyalty to the brand longer term. Research shows that companies with a visual brand tend to sell more products than those without visual branding.
Creating a strong brand strategy involves developing a set of activities that build upon the visual brand through strategic positioning, meaning positioning yourself in the marketplace by making sure that you are visible. Your brand strategy should include a comprehensive marketing plan that includes research, promotions, customer focus groups and events. These activities build a strong foundation for your brand strategy and ensure that it is well implemented. Your marketing plan will involve social media, SEO, and pay per click channels.
(Here’s an article about finding the right communication channels by Sortlist.)
The design and development of your product packaging play a critical role in branding. Packaging designs should be reflective of the product and it should provide a clear insight into your brand. For example, an honest company might choose to use eco-friendly environmentally friendly plastic packing material. An honest company would not resort to using highly toxic and caustic paints, which is not the type of branding used by dishonest businesses.
The way in which you communicate with your customers is also important when it comes to branding and marketing strategies. It is important to ensure that your communication methods are clear, concise, and consistent. Clients expect and demand clear communication from your business. Your marketing strategy should include communication, including, but not limited to, advertising, communications, promotions, and your customer service and product delivery.
Your branding and marketing strategy should be designed around your target audience. An honest brand would be suited to a different market segment than, for example, a dentist. A branding strategy is generally designed around one particular market segment and to maintain consistency with the branding it must be consistent with your target audience and personality. Therefore, when it comes to branding and marketing techniques, one person’s personality is always another person’s persona.
